BRAND MANAGEMENT IN THE CORPORATE MANAGEMENT SYSTEM

Abstract

This article examines the theoretical and practical aspects of brand management within the corporate marketing mix. A brand characterizes a system of values ​​that actually or figuratively belong to a given product and serve as the basis for its competitiveness, as well as ensuring the generation of sustainable consumer interest. Brand management within an organization is primarily aimed at improving its performance by eliminating less profitable brands from the portfolio and introducing new, potentially effective ones. The key criteria for designing an optimal brand portfolio are profitability and turnover. Brand management is part of an organization's long-term development, which requires considering a vast number of factors and choosing the right marketing strategy in this area. The key attribute of a brand is its ability to distinguish one product from another in the eyes of consumers. A recognizable distinguishing feature allows buyers to make an informed choice in favor of a specific product that suits their needs. An important condition in this context is ensuring the constant reinforcement of brand strength through various types of marketing and popularist interventions. In this work, the authors reveal the essence of the brand based on the generalization of the results of content analysis, provide a characterization of the typology of the brand and highlight its main functions, consider the main elements of the formation of brand strength, systematize the principles of brand management in the corporate marketing complex, and analyze the features of brand management in the commercial activities of Maxima Group LLC.